Sarah Heynen, marketing director of sweet biscuits at United Biscuits, says: “Healthier biscuits is the biggest biscuit segment accounting for over a fifth of all biscuits sales, making it a very important part of a retailer’s fixture. Biscuits are already an intrinsic part of our daily lives, but we know there is a huge opportunity to grow the healthier biscuit category even further by adding more excitement into the segment.”

The ad campaign runs until August 31 and will be supported by the company’s biggest ever in-store, PR, press and online marketing campaign. The TV ad can be viewed here: http://www.youtube.com/watch?v=xeLPUnw_GDg